Research on the Impact of Big Data “Deceive Acquaintance” on Consumers' Continuance Intention

In today's era of big data, companies will use computer technology to understand users. However, the ensuing consumer personal information leakage problem is frequent, and the phenomenon of big data killing is also common in major e-commerce platforms, which has become a hot issue of public concern in the field of online consumption. Based on social cognitive theory, this paper constructs a theoretical model of big data's impact on consumers' willingness to continue using, and initially explores the factors that influence big data's impact on consumers' willingness to continue using. Through questionnaire survey and data analysis using SPSS software, the research proves that: big data kill will have a negative impact on the trust of online platforms and the perception of price fairness, and both the trust of online platforms and the perception of price fairness mediate the impact of big data kill on consumers' willingness to continue to use; Price sensitivity moderates the indirect impact of big data on consumers' continued use through online platform trust and perceived price fairness. Therefore, enterprises should focus on long-term sustainable development, avoid short-term profit-making behaviors, enhance consumers' trust in online platforms and perception of price fairness, and make reasonable use of price sensitivity to the regulatory role of big data killing behavior, and establish long-term brand strategic awareness of enterprises.